Challenge
A high profile lawsuit has just come to conclusion between the federal government and the fast food industry. It has been determined that consuming fast food constitutes a health risk, and that the fast food industry is legally required to warn consumers of this risk. As a result of this finding, the fast food industry must begin printing a warning label on all of their food wrappers beginning in three months. The label must address the health issues presented by consuming fast food. It has not yet been determined exactly what the wording on this label will be, and different interest groups want the label to serve their particular interest. You have been hired by one of the intereste groups (you will find out which one later) to create a warning label which furthers their specific goals and interests.
The following are the assignments given by three different interest groups to their advertising companies. Read the assignments to get a better understanding of the various interest groups perspective on the label:
CEO of Fast Food, Inc.
The Food and Drug Administration (FDA) is requiring a label to be printed on all fast food packaging. We prefer to think of this label not as a 'warning label,' because that implies a danger which does not exist. Rather, we like to think of it as providing additional information to the distinguishing consumer. It is important to us, here at Fast Food, Inc., that the proposed label, which is to adorn all fast food wrappings, provide an honest and balanced view of fast food. While it is true that some of our foods are less healthy than, say, a leafy green salad, it is important for the label to address the entire range of fast food because we do, in fact, sell salads. We in the fast food industry consider it vital that any warning label take into account the complexities and varieties of fast food, without pigeon-holing it into one category. Because we believe this issue has the potential to portray fast food as an evil which it is not, we would like you to create an appropriate, balanced label. This label will be presented to the FDA Fast Food Oversight Board alongside labels created by other interest groups, and the board will make a final decision on which label best informs the consumer of the risks involved in eating fast food. Be sure that the label you create addresses the concerns of the other interest groups, because otherwise the board will not consider it valid, and will choose one of the other labels. It is assumed that the other labels will be much more damaging to the fast food industry as a whole, which we clearly want to avoid.
Member of MAFAFF (Mothers And Fathers Against Fast Food)
We are a group of concerned mothers and fathers who want the warning label the FDA is insisting the fast food industry incorporate into their fast food packaging to be as strongly worded as possible. The children of this nation are growing obese because of the fast food industry's knowing marketing of addictive, damaging foods to them. This label is our first chance to begin to moderate the control of the fast food corporations over our children by informing children and parents of the dangers of this food. The FDA will undoubtably take suggestions for the warning label from the fast food industry themselves, which will undoubtably gloss over the dangers of consuming fast food. We want you to create a better label than whatever flashy thing the fast food industry comes up with, so that the FDA does not allow the fast food industry to continue to take advantage of the children.
Consumer Reports
This organization demands that corporations provide relavent information to consumers in an unbiased, accessible manner. Our first job is to create a warning label to be printed on all fast food wrappers which informs the public of the dangers of consuming fast foods. However, it is not our intention nor our desire to cripple the fast food industry. We just want to ensure that people are making informed decisions about the food they consume based on the quality of that food, the influences on the body, and the possibility of obesity based on those two factors. Please create such a label.
Continue to #2 'Generate Ideas'
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